BHAG? Oh no, not another acronym!
And to show off my PPM prowess in teasing and creating occasions, I’m not going to tell you what BHAG is until the end of this post, but trust me when I tell you that most people in radio don’t have one. (Don’t scroll down!)
Today’s entry focuses on one of Lori Lewis’ favorite examples to use when our clients ask, “So who’s doing a good job with social media?”
And the answer is almost always Coca-Cola.
And it’s not just because Coke has 42 million Facebook fans (compared to 8 million for Pepsi). Although that’s pretty amazing.
The people at Coke have an intrinsic understanding of what they’re trying to accomplish using social media. Their goal is simple – to exude happiness and optimism – two states of mind that are far too missing in action in our world today.
At a recent conference in Cannes, Coke’s chief marketing and commercial officer, Joe Tripodi, gave attendees a lesson in how social media can be used for the greater good – and for building brands, amassing customers, and selling product.
“It’s not just about pushing stuff out as we’ve historically done. It’s about participating in discussions with people. We have to provide a narrative that people can engage with. We have to create experiences that perhaps are only had by a few but are compelling enough to fuel conversations with many.”
So no “Bieber tickets at 2:15” or “Catch us at the Verizon store tomorrow” post or tweets from Coke. Instead, they are involved with collaborations with big brands, while looking for ways to spread the mantra of happiness through examples like their Arctic Home project, designed to protect the habitats of polar bears. It’s a simple, yet effective, marketing tie-in that integrates social – something that eludes so many other brands.
And another vehicle that Coke relies on is based on music – because we know it makes people happy. Coke has teamed up with Spotify to create an app. And their “Move to the Beat” campaign is all about tying in music to the Olympics.
So doesn’t that scream “opportunity” for radio, especially at a time when all we hear is that spoken word is the future, and music radio stations are doomed to go the way of the dot matrix printer? How can radio’s biggest and best music stations use social media to fan the flames of music passion by integrating their legions of Facebook fans and Twitter followers?”
Isn’t there more to brand equity, customer engagement, and revenue generation that yesterday’s PPM weekly?
So where does all of this lead to?
For Coke, Tripodi says their aim is to double their business by the end of the decade. And he views social as a tool that get help get there.
Who knows? He calls it their “big hairy audacious goal” – or BHAG.
Does your brand have one?
And how can you use the power of social media to help you achieve it?